Byline Bank Sponsors CTA Soldier Field Express Route to Boost Brand Awareness Among Chicago Businesses

Byline Bank has launched a sponsorship of the Chicago Transit Authority's #128 Soldier Field Express bus route for the Bears' 2025-2026 season, marking a strategic initiative to enhance brand recognition among Chicago's business community. The partnership comes at a pivotal moment as the Chicago-based community bank approaches the $10 billion milestone in its growth and recently completed a brand refresh. According to Karmen Conrad, Senior Vice President and Head of Marketing at Byline Bank, this exclusive opportunity through the CTA allows the bank to connect directly with Bears fans, many of whom overlap with their target audience of local business owners, entrepreneurs, and investors.

The sponsorship extends beyond game days, with Soldier Field Express buses running on high-traffic Chicago routes throughout the season, providing Byline Bank with daily visibility across the city. This campaign reflects the bank's mission to support Chicagoland communities and businesses, emphasizing their shared commitment to keeping Chicago running. Conrad stated that businesses are the engine that power communities, and this partnership underscores Byline's dedication to helping them grow. The campaign aims to build awareness of the bank's services and position Byline as the first choice for businesses seeking financing support or a new banking partner.

Market research validated an opportunity to strengthen brand awareness, as Byline Bank lacks the same visibility as larger regional and national players. The bank's growth has been primarily organic, with a focus on serving Chicagoland despite capabilities to support clients beyond Chicago. Conrad highlighted that personalized, community-based banking becomes particularly valuable during uncertain or volatile times, such as the COVID-19 pandemic, when customers appreciated having someone to call and work through problems with. Byline's bankers, with decades of experience servicing Chicagoland, possess deep partnerships and networks necessary to provide top-tier advisory support during economic challenges.

The response to the campaign has been positive, with people already buzzing about seeing the brand break through in an impactful way. Conrad praised the creative process for the buses and the collaborative effort of the marketing team, including Sr. Manager of Brand Jeanette Socke, External Communications Manager Allison Roche, and Creative Design Manager Karen Castenson. This initiative represents Byline Bank's role in shaping the future of Chicago through community initiatives, financial products, and support for businesses with a shared vision for the city.